Business Case Studies, Managing in Troubled Times Case Study, Diageo,Troubled Times

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Managing in Troubled Times Case Study

Case Title:

Diageo: World's Largest Spirits Company in Troubled Times

Publication Year : 2005

Authors: R. Muthu Kumar, Sumit Kumar Chaudhuri

Industry: Beverages


Case Code: TRT0025

Teaching Note: Not Available

Structured Assignment: Not Available

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In 2003, Diageo, the world's largest producer of alcoholic drinks, was involved in a controversy over its alleged role in ruining the age-old reputation of the global Scotch Whisky Industry. This was followed by the decline in the sales of its Ready to Drink (RTD) beverages in the US and a sluggish economic growth in Europe, its major market. Besides this it also started witnessing stiff competition from other global giants like the Pernod Ricard-Allied Domecq alliance, William Grant's and Chivas Regal.

Pedagogical Objectives:

  • To highlight the business hurdles being faced by Diageo
  • To discuss the strategies adopted by it to retain its number 1 position in the world.

Keywords : Diageo; European economy; US dollar decline; Consumer taste; Restructuring plan; Troubled times; Mergers and acquisitions; Pernod Ricard; Competition; Managing in Troubled Times Case Study; Competitive advantage; Marketing and innovation; Diversification; Weak demand; Taxes; Future of Diageo


  • Growth of Diageo
  • Troubled Times
  • The Road Ahead

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